Adnkronos (Adnkronos) – Starbucks, in partnership with Percassi, the brand's exclusive licensee in Italy, is strengthening its presence in the capital with the opening of its ninth Roman store, located at Corso Vittorio Emanuele II, 152, in the heart of Rione Parione, one of the city's most historic and characteristic neighborhoods. The new store is located inside Palazzo Pichi Manfroni Lovatti, a 400th-century building that still retains valuable architectural features, including vaulted ceilings, representing a meeting point between history and modernity.
It covers an area of approximately 300 square meters and will be managed by a team of 23 partners, most of whom are local, confirming Starbucks' commitment to enhancing local communities and creating new professional opportunities.
In this context, a particularly significant project for the brand is taking shape, introducing for the first time in Italy a permanent space dedicated to books and book crossing, strengthening Starbucks' vocation as a place for meeting, connection, and sharing.
The initiative represents an evolution of the brand's long-standing commitment to its Book Club, which in recent years has engaged readers and enthusiasts in numerous events hosted in Italian stores.
For the first time, this vocation finds a permanent dimension inside a Starbucks coffee shop, where customers can browse the books available in the store, borrow them, and contribute to the initiative by sharing their own volumes, creating a book crossing experience open to the community.
This is no coincidence in a city with such a unique cultural heritage as Rome, where Starbucks wanted to bring together the culture of coffee and reading: two experiences that, in different ways, foster dialogue, discovery, and connection between people. The interiors are characterized by neutral tones, inspired by the materials and colors typical of Roman architecture.
These are complemented by colorful accents, used in some elements of the space and in the windows overlooking Corso Vittorio Emanuele II. At the center of the space is the counter, clad in wooden slats, accompanied by a menu board made of the same material. The granite flooring and lighting system were designed to enhance the architectural features of the historic building and create a warm and welcoming atmosphere.
"With the inauguration on Corso Vittorio Emanuele II, we're celebrating a significant milestone for Rome, where we've reached nine stores," said Vincenzo Catrambone, General Manager of Starbucks Italy. "This is a location that engages with the history of the building that houses it, enhancing its architecture and bringing our Coffee Experience to the heart of the historic center. It's also a store we're particularly fond of because it hosts the first permanent space dedicated to books within a Starbucks in Italy. This project stems from the experience gained with our Book Club and the desire to offer new opportunities for meeting, sharing, and sharing, strengthening the role of our stores as places of connection and community, where people can meet, cultivate common interests, and enjoy experiences that go beyond simply consuming a coffee."
saving
webinfo@adnkronos.com (Web Info)